This book studies the use of digital marketing across the economic, social, and political sectors of India. It looks at diverse areas of business and non-business activities involving the use of digital platforms to augment marketing initiatives and improve reach, sales, and social media engagement.
This book studies the use of digital marketing across the economic, social, and political sectors of India. It looks at diverse areas of business and non-business activities involving the use of digital platforms to augment marketing initiatives and improve reach, sales, and social media engagement.
Kavita Sharma is Professor, Department of Commerce, Delhi School of Economics, University of Delhi, India. She has published her research in numerous national and international journals including Journal of Business Research , Vikalpa: The Journal of Decision Makers , Vision: The Journal of Business Perspective , Journal of Indian Business Research , Journal of Law and Social Sciences , and Global Business Review. She is a reviewer for Journal of Business Research , Industrial Marketing Management , Qualitative Market Research: An International Journal , Vision: The Journal for Business Perspective. Swati Aggarwal is Associate Professor, Department of Commerce, Zakir Husain Delhi College, University of Delhi, India. She has participated in international and national conferences and seminars organized by the Department of Management Studies, Indian Institute of Science Bangalore, IIM Lucknow, and Department of Commerce, Delhi School of Economics, University of Delhi. She has published in the Journal of Business Research , Journal of Commerce and Business Studies , CMSP- 2015, APEEJAY School of Management , and IIM Journal.
Inhaltsangabe
List of tables List of figures List of contributors Acknowledgements Introduction PART 1 Understanding digital consumers 1 Revisiting antecedents of consumers' perceptions towards viral marketing: A scale validation approach BALPREET KAUR, RISHI RAJ SHARMA, AND RAMA BHARDWAJ 2 Influencer marketing: Its antecedents and behavioural outcomes MONIKA BANSAL AND NUPUR BHATI 3 An empirical study of customer satisfaction and customer loyalty intentions for payment banks KUNAL AND TEJINDER SHARMA 4 Webrooming behaviour: Concept and its linkages MEGHA RAWAT 5 Online impulse buying and its antecedents SARITA DEVI 6 Prospects and challenges of digital marketing SHEETAL KAPOOR PART 2 Social media for social causes 7 Effect of communicating corporate social responsibility through social media on brand image SIMMI DHYANI AND MEENAKSHI SHARMA 8 Influence of political brand value on social media activities SHVETA KALRA AND NEHA SINGHAL 9 Telemedicine: An innovation growing indispensable SHANU JAIN PART 3 Future prospects of digital marketing 10 Social media advertising: Concept, contemporary trends, and implications EMMANUEL ELIOTH LULANDALA 11 Social commerce: An effective distribution strategy RUTIKA SAINI 12 App-based cab services: Issues and challenges in the Indian context GARIMA JAIN Index
List of tables List of figures List of contributors Acknowledgements Introduction PART 1 Understanding digital consumers 1 Revisiting antecedents of consumers' perceptions towards viral marketing: A scale validation approach BALPREET KAUR, RISHI RAJ SHARMA, AND RAMA BHARDWAJ 2 Influencer marketing: Its antecedents and behavioural outcomes MONIKA BANSAL AND NUPUR BHATI 3 An empirical study of customer satisfaction and customer loyalty intentions for payment banks KUNAL AND TEJINDER SHARMA 4 Webrooming behaviour: Concept and its linkages MEGHA RAWAT 5 Online impulse buying and its antecedents SARITA DEVI 6 Prospects and challenges of digital marketing SHEETAL KAPOOR PART 2 Social media for social causes 7 Effect of communicating corporate social responsibility through social media on brand image SIMMI DHYANI AND MEENAKSHI SHARMA 8 Influence of political brand value on social media activities SHVETA KALRA AND NEHA SINGHAL 9 Telemedicine: An innovation growing indispensable SHANU JAIN PART 3 Future prospects of digital marketing 10 Social media advertising: Concept, contemporary trends, and implications EMMANUEL ELIOTH LULANDALA 11 Social commerce: An effective distribution strategy RUTIKA SAINI 12 App-based cab services: Issues and challenges in the Indian context GARIMA JAIN Index
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